Mastering Event Segmentation in HubSpot for Hyper-Targeted Retargeting

Mastering Event Segmentation in HubSpot for Precision Retargeting

In the dynamic world of digital marketing, the ability to precisely target audiences based on their engagement with your brand is paramount. For teams leveraging HubSpot for event management, a common challenge arises when attempting to create highly granular retargeting campaigns—for instance, segmenting attendees by specific event topics like "AI" or by vendor interactions such as "ChatGPT." While HubSpot’s native events tool offers valuable functionalities, its standard event properties may not always provide the depth required for such sophisticated segmentation.

The Challenge of Granular Event Data

Many marketers seek to move beyond basic attendance lists, aiming to understand the specific interests and engagements of their event participants. The goal is often to create segments like "users who attended an event on AI" or "attendees of a session featuring a particular vendor." The limitation often lies in HubSpot's default event properties, which might not natively capture or allow segmentation based on these nuanced attributes directly from the event record itself. This can hinder the creation of truly personalized follow-up campaigns, leading to generic messaging and missed opportunities for conversion.

Solution 1: Leveraging Custom Properties and External Event Platforms

One of the most robust and flexible approaches to overcome this limitation involves a strategic combination of custom HubSpot contact properties, external event management platforms, and automated workflows. This method empowers marketing teams to capture and categorize event attendance data with exceptional detail, enabling highly specific retargeting efforts.

Step-by-Step Implementation:

1. Choose an External Event Platform: Select an event management platform that excels in attendance tracking and data export capabilities. Platforms like Eventbrite, Zoom Events, or Cvent are commonly used for their comprehensive features. These platforms often provide more granular data on attendee engagement, session participation, and topic interests than HubSpot's basic event tracking.
2. Create Custom Contact Properties in HubSpot: Design custom contact properties to store the specific event data you need for segmentation. Instead of a single "Attended Event" property, consider creating properties that capture the nuance. Examples include:
   
   • Checkbox Properties: "Attended_AI_Summit_2023", "Attended_ChatGPT_Webinar". These are simple for binary attendance.
   • Text Properties: "Last_Event_Attended_Topic", "Last_Event_Vendor". Useful for storing specific details.
   • Multi-Select or Dropdown Properties: "Event_Topics_of_Interest", "Vendors_Engaged_With". Ideal for accumulating multiple interests over time.

   Ensure these properties are clearly named and aligned with your retargeting goals.

3. Automate Data Sync with Workflows: This is where the magic happens. Once your external event platform collects attendance data, you need a mechanism to transfer it to HubSpot and populate your custom properties. This can be achieved through:
   
   • Native Integrations: Many event platforms offer direct integrations with HubSpot, allowing for automated data transfer.
   • Zapier/Integrations Tools: For platforms without direct integration, tools like Zapier can connect your event platform to HubSpot.
   • Manual CSV Import (for less frequent events): Export attendance lists from your event platform and import them into HubSpot, matching contacts by email address and updating the relevant custom properties.

   Set up HubSpot workflows triggered by contact creation or property updates. For example, a workflow could be triggered when a contact is added to a specific list (e.g., "AI Summit Attendees") and then update their custom property "Attended_AI_Summit_2023" to 'True'.

4. Segment and Retarget: With your custom properties populated, creating highly targeted segments becomes straightforward. Build HubSpot lists based on these properties. For instance, a list could include "Contacts where 'Attended_AI_Summit_2023' is True AND 'Event_Topics_of_Interest' contains 'Machine Learning'." These precise segments can then be used for personalized email campaigns, ad retargeting, or sales follow-up sequences.

Solution 2: Utilizing Native Integrations and Event IDs

For event platforms that offer deeper, native integration with HubSpot's events tool, such as Zoom, there's often a more direct path to segmentation. When these platforms are connected, HubSpot can capture specific event details, including unique event IDs.

Leveraging Event IDs:

1. Identify the Event ID: Within HubSpot, when an event is linked through a native integration (e.g., a Zoom webinar), it will often have a unique identifier. This ID is crucial for pinpointing specific events.
2. Create Segments Based on Event ID: HubSpot's list segmentation tools allow you to create lists based on activities related to specific events. You can filter contacts by "Contact has attended event" and then specify the exact event using its unique ID. While this might not directly segment by 'topic' or 'vendor' if that data isn't passed, it allows you to create a precise list of attendees for that specific event.
3. Combine with Other Properties: To achieve topic or vendor-based segmentation, you might still need to combine this with other contact properties. For instance, if you know a particular Zoom event was about "ChatGPT," you can create a list of attendees for that event ID and then manually or via workflow update a custom property like "Attended_Vendor_ChatGPT_Webinar."

Best Practices for Event Data Management

• Data Hygiene is Paramount: Inaccurate or incomplete data will derail even the best segmentation efforts. Regularly audit your event data, deduplicate contacts, and ensure consistency in naming conventions for events and properties.
• Standardize Naming Conventions: Establish clear and consistent naming conventions for your custom properties and event names. This ensures that your team can easily understand and utilize the data for segmentation and reporting.
• Regular Audits and Updates: Periodically review your event properties and workflows. Are they still serving your needs? Are there new event types or topics that require new properties? Adapt your strategy as your event calendar evolves.
• Respect Privacy and Consent: Always ensure your data collection and retargeting practices comply with privacy regulations like GDPR and CCPA. Obtain explicit consent where necessary, especially when using data for personalized marketing efforts.

The Power of Precision Retargeting

By investing in robust event segmentation, marketers can move beyond generic follow-ups to deliver highly relevant and timely messages. This precision leads to higher engagement rates, improved conversion paths, and ultimately, a stronger return on investment for your event marketing efforts. Understanding what truly interests your audience based on their event participation allows you to nurture leads more effectively and build stronger customer relationships.

Effective event segmentation is critical for ensuring your marketing messages reach the right people at the right time. By implementing a smart email filter and robust inbox automation, businesses can streamline their HubSpot operations, ensuring valuable event follow-ups aren't lost in the noise and that your CRM remains clean and actionable.

Related reading

• Why Your HubSpot Designed Emails Land in Spam: A Deliverability Guide
• Reclaiming Your HubSpot CRM: Strategies for Data Cleanliness and Operational Efficiency